In his latest column at ClickZ, Kevin Lee explains the concept of "search scent," which illustrates that humans forage for information on the Internet in much the same way animals follow scent and visual cues to find food. Scent is essentially an application of user interface optimization best practices, and some of the bigger elements affecting search scent include ad creative and landing page optimization.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.